But be strategic for yourself too. Make differentiated content by persona and by buying stage.

This way, when visitors download, you know about their role: are they the tech buyer, the bean counter, the business manager? Don't wrap it all in one piece of content. You won't know who's reading it, because it could be any of your target personas.

When a business manager downloads your ROI calculator, she’s likely moved down the funnel far enough to qualify. And if you build your content right, you’ll know when she is.

That’s it from 50,000 feet: create content that is useful for your prospects AND helps you know who they are and where they are in their buying decision.